An examination of reject bacon samples supplied directly from a factory showed that some samples described by a sensory panel as oily and fishy contained significantly higher levels of long chain polyunsaturated fatty acids (PUFA) in their fat than normal samples. When bacon samples obtained from retail outlets were similarly analysed and then subjected to sensory assessment, those found to contain long chain PUFA were given significantly higher scores for oily and fishy flavour. Observations on the fatty acid composition of fishy bacon samples as compared to non‐fishy ones and further investigation into the diets of pigs producing suspect carcasses led to the conclusion that too high a content of fish products in the diet was the main cause of the problem. Contrary to what had been believed, fresh non‐fishy bacon samples did not develop fishy flavour after storage at −20°C for 15 weeks. Perceived fishiness was not related to total copper content as determined by atomic absorption spectroscopy.